Lauren Gallant, Ikea U.S.’s social media manager, started seeing the dabloon trend on her personal FYP, and then started seeing videos asking about what the trend was. “Once I realized the trend was building, I drafted a TikTok, sent it to my in-house video producer for a second set of eyes, and we posted it Tuesday morning,” Gallant said in an email. “Since we were able to turn something around so quickly, we were able to join the conversation while it was still trending and we saw a positive reaction from both IKEA brand fans and TikTok dabloon fans in our views, likes, shares and comments.”
Trends come and go quickly on social media and some are easier for brands to participate in than others. Recent fads include the “Little Miss” and American Girl doll memes, and brands jumping on the viral Corn Kid trend.
But brands have found not all TikTok trends are wise to jump onto. Take “West Elm Caleb,” which resulted in brand backlash. After several women apparently realized they were dating the same man whose dating profile said he worked for West Elm, they made videos that called him out. Brands hopped on the trend, too, but some consumers were uncomfortable with them taking aim at “Caleb” because he had not told his side of the story, and didn’t feel he deserved to be made fun of.
The dabloon trend seems to be a silly, easy way for brands to contribute to the fake economy, and earn some points with fans.